2024 Loeries Awards Manifesto
THIS IS TOUGH. SO ARE YOU.
Working in this is tough to describe to someone outside of the game. And if there's one thing we know for sure, it's even tougher to make excellent work.
This game is not tough like 1970's Arnold Schwarzenegger, 1980's Rambo or 90's Papa Action tough.
It's tough like the punch they serve at the year-end party.
Advertising is tough for Art Directors who have to deal with texts from their Copywriters who crack an idea at 23:30 and then come to hate the exact same idea at 11:30 the next morning.
It's tough for brands who must find extra budget in a year when the company made a loss.
It's tough for DTP who has to wait hours for the creative to send open files.
It's tough like a Monday 8am presentation.
It's tough like working on a pitch in December.
This. Work. Is Tough.
And if we describe it as a job to die for, then we're the ones dying for what we love - together. BUT WE ALWAYS KILL IT.
Not just because we're the crunch time cereal killers who eat all bran over the demands of a new brief and never flake. No. We describe it in this way because it's true.
And that's why we always look forward to the Loerie Awards: because they acknowledge the fact that making excellent work is tough.
But every year, the awards also remind us and celebrate the plain fact that:
THIS IS TOUGH. BUT HEY, SO ARE YOU.
